浦发银行A分行客户关系管理问题及优化研究

浦发银行A分行客户关系管理问题及优化研究摘要随着经济全球化的发展趋势，国内外金融机构业运营环境也出现了巨大的改变，随着传统国有大银行、股份制、城商行优化产业布局的需要，以及花旗、渣打、汇丰控股等国外商业银行的不断出现，在大数据分析时代背景下，网络金融服务业务发展的更加快速，再加上受诸多原因的影响，企业的竞争者也越来越多，而行业内部的争夺说到底是大客户的争夺，企业也需要在掌握大客户的基础上才能够发展壮大。由于市场条件的改变，企业依赖利率差为主要资源的时期己经不再符合新的市场宏观环境，而客户资源己经变成了银行业中最关键的资源，各大银行也开始进行转变营销战略，其争夺焦点也从产品的争夺逐渐转化为客源的争夺，并普遍提倡以顾客为中心的客户服务宗旨，致力于发现顾客需要、开拓和维系好的优质客源，以全面地提升顾客满意度和忠诚度，同时也尽可能的减少业务成本，使顾客价值最大化，从而达到了企业与消费者相互之间的共赢。而客户关系管理也变成了各个企业相互争夺客源的最佳工具，在企业的客源转型竞争中具有着决定性的意义。鉴于此，本文将以浦发银行A分行为研究对象，通过网上调查和深度访谈法，探究其客户关系管理现状、所面临的问题以及给出优化措施。本调研结果表明，虽然浦发银行A分行己在客户服务管理工作方面开展了积极探索，并积累了较多的客户关系管理工作经验，但是因为没有完整的客户关系管理工作体质，所以客户关系管理工作在A支行的使用效率上尚有待进一步提高。A分行作为浦发银行网点，在长期的客户关系管理中存在客户关系管理理念不清晰、客户关系管理不够系统、对客户缺乏差异化服务、客户缺乏维护、拓展渠道单一等问题，对此，本文针对其问题将依据客户关系管理理论并结合企业实际，提出转变管理理念，建立“大数据”思维模式、优化客户管理系统、提供吸引力的产品及服务、多渠道拓展客户、建立客户信息动态数据库等优化对策，希望对完善A支行的客户关系管理提供有益指导，也供其他支行参考。同时，提出了加强人才队伍建设、完善末端激励制度、加大科技支撑、加强企业文化建设等客户关系管理优化方案保障措施。关键词：浦发银行：客户关系管理：问题优化ABSTRACTWith the development trend of economic globalization,the operating environment ofdomestic and foreign financial institutions has also undergone tremendous changes.With theneeds of traditional large state-owned banks,joint-stock banks,and city commercial banks tooptimize the industrial layout,and Citi,Standard Chartered,HSBC and other foreigncommercial banks With the continuous emergence of banks,in the context of the era of big dataanalysis,the development of online financial service business is more rapid,coupled with theinfluence of many reasons,there are more and more competitors of enterprises,and thecompetition within the industry is big.Competing for customers,enterprises also need to masterthe basis of large customers to be able to develop and grow.Due to changes in market conditions,the period when companies rely on interest rate differentials as their main resources no longerconform to the new market macro environment,and customer resources have become the mostcritical resources in the banking industry,and major banks have also begun to transformmarketing Strategy,the focus of competition has gradually changed from competition forproducts to competition for customer sources,and generally advocates the customer-centriccustomer service tenet,and is committed to discovering customer needs,developing andmaintaining good quality customers,in order to comprehensively improve customers.Satisfaction and loyalty,but also reduce business costs as much as possible,maximize customervalue,so as to achieve a win-win situation between enterprises and consumers.And customerrelationship management has also become the best tool for companies to compete for customers,and it has a decisive significance in the transformation and competition of customers.In view of this,this paper will take Shanghai Pudong Development Bank Branch A as theresearch object,through online survey and in-depth interviews,to explore the current situationof its customer relationship management,the problems it faces,and give optimization measures.The survey results show that although SPDB A branch has